AN ASSESSMENT OF DIGITAL MARKETING IN FASHION BUSINESSES
AN ASSESSMENT OF DIGITAL MARKETING IN FASHION BUSINESSES
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Date
2022-12
Authors
SYLVIA ASHELEY GYAMPOH
(8201210001)
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Abstract
The study aimed at assessing the dominant digital marketing tools in the fashion business and the reason behind the use of the digital marketing tools. Convenience and purposive sampling technique were adopted and a total sample size of 422 respondents was arrived at by using Cochran’s sample size formular. A close-ended, self-report Likert scale questionnaire was developed and used as the principal means of data collection, in addition to secondary data. The results revealed that fashion business owners understanding of digital marketing tools are limited, hence unable to utilize the full benefits of digital marketing tools. Those firms that apply digital marketing tools provided empirical evidence to support the assertion that digital marketing tools enhance firm performance. The results were significant at a 1% significant level with a correlation coefficient (R) of approximately 93 per cent. Social media marketing is the most popular tool for fashion business owners, with the most popular platforms being WhatsApp, Instagram, and Facebook. Notwithstanding the benefits, some challenges of digital marketing include delayed payment, piracy, misunderstanding, customer discontent, shipment issues, internet connection interruptions, and time-consuming operations. The study recommends fashion business owners must engage in digital marketing literacy programs.